As more consumers expect faster delivery and more options for convenience, same-day solutions are the standard they increasingly seek out. For retailers, meeting this standard requires a platform that can pivot as quickly as the market does.

This shift is reflected in a recent report from Roadie, a UPS company, and Supply Chain Dive’s Studio, where 1,000 consumers shared their attitudes and opinions on same-day and last-mile delivery.

Let’s look at specific data points from the report that highlight the growing appetite for faster, more flexible options and how the right logistics strategy makes them possible.

1. Consumers Will Pay for Same-Day Solution

While more than half of consumers (58%) point to free delivery as the most important part of the delivery experience, they’re also prepared to pay more for a premium same-day solution. Case in point: Many shoppers (67%) will wait more than two days when delivery is free, but that patience comes with caveats surrounding urgency and time sensitivity, as well as whether the purchase is something they can easily plan for.

When do consumers opt to pay for faster delivery? Often, it’s when their orders involve big and bulky items like tires or furniture, or high-value items like technology or luxury goods. Retailers can leverage these higher-margin opportunities by ensuring their delivery solution isn’t limited by rigid, slow-moving traditional freight schedules.

Those who do pay for same-day delivery service seem pleased with the results: 65% of surveyed consumers were satisfied with their most recent experience.

2. Certain Consumer Groups Lead the Way

Willingness to pay for speed depends in part on who the customer is and what they’re buying. According to the survey, Gen Z is most willing to pay for same-day delivery, especially for items they’re excited to receive, like tech drops or special releases. Nearly half of these Gen Zers (49%) say they’ll pay more to get these items within 24 hours.

But they aren’t the only group of shoppers choosing faster delivery. Consumers in the Baby Boomer (51%) and Generation X (44%) categories are also prepared to pay a fee to receive orders within 24 hours if those orders include perishable items, including groceries and medications. For a retailer, these peak-volume moments can strain a logistics setup; they need the flexibility of a crowdsourced delivery platform to scale up instantly.

3. Delivery Options Help Shoppers Decide Where to Shop

Delivery speed influences not only how quickly an order arrives but also where consumers choose to spend their money. If price and product are comparable, then the promise of getting an item sooner is the deciding factor.

In the report, 32% of consumers say they’ve chosen a retailer specifically because it offers fast delivery options. In 2026, the delivery speed enabled by your logistics platform is effectively a customer acquisition tool. As expectations rise, the promise of same-day delivery can be a differentiator that helps retailers win the sale.

4. Same-Day Is Becoming a Baseline

To a growing number of consumers, same-day delivery is just as essential as other expectations, such as:

• Free delivery
• Live tracking
• On-time delivery

In our recent report, more than one-quarter of consumers (26%) say the ability to receive their orders within 24 hours is now one of the most critical aspects of the delivery experience.​

Delivery speed is shaping how shoppers judge overall retail service, pushing brands to consider same-day options as part of their standard offerings, not just a one-off promotion.

Building Delivery Strategies Around Customers

Because same-day delivery has become a core expectation, it has the power to shape the customer journey, from what they buy to whether they return in the future.

Retailers that invest in flexible delivery networks to support same-day solutions will be better positioned to give consumers what they want, earning their loyalty without compromising operational efficiency.

To learn more about what consumers think about same-day delivery, download the full report.